A visual identity that combines legacy with contemporary, suggests relationships and community, and has a progressive and artistic edge. ‘The Culture of the Square.’ The visual identity is also inspired by the distinctive angles and unique facades and envelope of the office tower itself.

Solution

Brand Strategy

Graphic Systems

Print Solutions

Visual Identity

Website Design

Synopsis

Nelson Square Management was looking to develop a new online presence that would serve and support its tenants, Clients, and surrounding community. The project would also address the Client’s need for a new visual identity and system.

Compared to neighbouring corporate towers, Nelson Square boasts an extensive public courtyard, an array of excellent restaurants, and an internal international art gallery – all within the immediate community. Nelson Square is also a significant public supporter of the arts and community-related activities.

Focussing on these attributes, combined with Nelson Square’s care for its tenants and quality relationships, the conceptual direction of the new identity took on a name itself: The Culture of the Square. A distinguished mark was submitted that suggests relationships and community, has a progressive and upward movement, as well as a connection to the arts and the ‘cultural square‘. The mark is also inspired by the distinctive angles and unique facades and envelope of the office tower itself.

The online experience of Nelson Square is both public and tenant-facing. The website builds on the premise of exclusivity, how to best serve the Client’s tenants, and it also introduces brand new architectural photography. The new website automates several functions for the management staff, showcases rental availability, and introduces meeting room booking functionality.